Brand Strategy

Lumina

Helping a new home-goods brand find its name, its market position, and a visual identity built to stand out on a crowded shelf from day one.

The Challenge

A Product With No Name or Shelf Presence

Lumina began as a founder with a strong product — a line of considered, minimal home lighting — and no name, no positioning, and no visual system. The category was crowded with brands competing entirely on price, and the founder needed a way to stand apart on a shelf before a single unit shipped.

The Approach

Start With the Name, Build Outward

We ran a focused naming sprint alongside early positioning work, testing candidates against the brand's core promise: considered light for considered homes. Once the name and positioning were locked, every other decision — packaging, photography, retail displays — was built outward from that single idea.

Creative Direction

Warm, Considered, Unmistakably Lumina

The identity leans on soft, warm neutrals, generous negative space, and a custom wordmark that echoes the glow of the product itself. Packaging was designed to photograph well both on a shelf and in a customer's home, so the brand carries into every unboxing moment.

The Solution

One Identity, Every Package

We delivered a full naming and identity system, along with packaging design and retail display guidelines ready for the founder's first production run and initial retail partnerships.